Criteo’s research shows that early investment in apps is also generating significant payback for eCommerce companies that prioritised this platform. In the retail category, brands that make their app experience a priority generate nearly 60 percent of mobile revenue from the app, up from 50 percent in Q2, and heavily outperforming desktops. For travel brands that make their apps a priority, about 50 percent of mobile revenue comes from the app.

“Cross-device browsing and conversion is becoming more prevalent in Australia and marketers need to adapt to this growing behaviour,” said managing director of Criteo in Australia and New Zealand, Jeremy Crooks. “Today’s path to purchase looks very different from just a few years ago, and brands should ensure that their digital strategy and spend reflects this.

“With app conversion rates dominating over mobile browsers globally, Australian brands who make their apps a priority focus will remain one step ahead of the competition. Mobile continues to play a huge role in the customer’s cross-device shopping journey, and marketers looking to compete in a crowded e-commerce arena, boost customer loyalty and drive sales, will need to invest and target accordingly.

Cross-Device is the Norm

Consumers are browsing and buying on all devices—laptops, tablets and smartphones. For brands to succeed, they need to invest in mobile and allocate digital spend strategically:

For purchases completed on laptops and desktops, 39 percent of buyers use at least one additional device during the shopping process.

On mobile, 43 percent of smartphone buyers and 47 percent of tablet buyers use an additional device.

Cross-device purchasers are 20 percent more likely to use their mobile device to complete a transaction.

Apps are the Next Frontier

Brands that prioritise apps as a key revenue driver see profits surge. Ensuring that the app experience is seamless, intuitive and engaging is central to boosting engagement and conversions:

For retailers who have prioritisued their app experience, 58 percent of all mobile revenue is generated through the app; travel is at 49 percent.

Apps convert at a rate of 3.7 times higher than mobile browsers and two times more than desktop in terms of adding to basket and buying.

Smartphones are Favoured

Consumers are more frequently choosing smartphones as the preferred shopping device. While all devices and channels should be optimised, smartphones are a key vehicle for brands:

Smartphone conversion rate is two times better for top quartile retailers than average retailers.

Global mCommerce is Up

Mobile commerce activity is growing worldwide with Japan, the UK and South Korea seeing the most retail eCommerce transactions. Global brands need to be tuned into how different consumer segments behave in order to deliver the best cross-device and mobile experiences:

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